There is a great debate swirling around how topical links must be in order to give you the SEO value you want. Which links pack the most punch and deliver the highest quality for your website? Which links should you pursue and which ones do not really matter?
Site vs. Page—Context Matters
First, it is important to clarify what Google looks at in terms of site versus page. If Google gives more weight to a site than a page, then the overall purpose of the site is more important to link building than the content of a particular page. If the opposite is true, then the content of the page is all-important. This is a consideration that must be addressed, because there may be a particular article in a page that is relevant to your site, even if the overall purpose of the site is not relevant.
